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Marketing Mania: Taylor Swift’s

Marketing Mania: Taylor Swift’s

Beyond • June 11, 2015

There is no other woman in Hollywood who is more famous right now than country-sweetheart turned pop-phenomenon, Taylor Swift. She is a major musical force to be reckoned with; the released of her fifth studio album, 1989, sold over 1 million copies its first week and became the best selling album of the year, she landed the cover of both Rolling Stone and Time magazine, and most recently, won a staggering eight Billboard Awards, including best album and top artist. The biggest Swift surprise was the build-up to her highly-anticipated music video for her fourth single, “Bad Blood.” The song had been heavily disputed by critics and fans about who the subject of the song is. A female friend turned enemy … a frenemy? Many speculated the song was about pop singer Katy Perry after Swift gave a subtly hinted interview, where she claimed that a fellow singer tried to sabotage her entire arena tour by hire a bunch of people from under her. Who knows whom the real identity of the singer is, but all we do know is the Swift got her revenge with the explosive success of the music video. Using the power of social media, Swift started the marketing plan ten days before its release by uploading a photo each day onto Instagram. The first photo were a Sin-City inspired movie poster that showed her as a protagonist Catastrophe. Each day brought on a new surprise celebrity guests as film characters…Selena Gomez as Arsyn, Kendrick Lamar as Welvin da Great, Jessica Alba as Domino, and Ellie Goulding as Destructa X. It doesn’t end there, but the rest of the star-studded lists also include Hailee Steinfield, Zendaya, Karlie Kloss, Hayley Williams, Lily Aldridge, Gigi Hadid, Lena Dunham, Serayah, Cara Delevingne, Martha Hunt, Ellen Pompeo, Mariska Hargitay, and Cindy Crawford … whew!! Don’t think that this is an actual full-length action film. It’s still only a music video! For a whole week straight, fans following Swift’s Instagram waited with bated breath to see whom the next celebrity will be. With a huge video like this, it would only deserve a grand premiere: the Billboard Music Awards on May 17th. Shortly after the premiere, the video was uploaded on Youtube, and broke the 24 hour Vevo record by garnering over 20 million views. Pity the next pop star that will try to beat this, but Taylor Swift won the marketing trophy for this one. Strategies with using a social media platform where she has over 31 million followers, daily sneak peeks, an award show premiere, and of course, a having a multitude of celebrity friends doesn’t hurt either!


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